Co-creation through the looking glassHarnessing consumer creativity

Dr Nick Coates, Research Director, Promise Corporation @nickcoates

Anna Peters, Senior Consultant, Promise North America @stand_in_line

Why care?

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Evidence I: creative consumer

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Evidence II: customer centricity

Where do the best ideas come from? (according to business leaders)

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Evidence III: cognitive surplus

This is a presentation about how we can make more of the inherent creativity of humans when we involve them in co-creation.

DELETE THE IMAGE TO REPLACE IT

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Hang on a sec!

I need an idea,

NOW!

1Demanding Divas

2Precious

Professionals

Step away from the

creative!!!!

So isn’t creativity a special skill?

Most people don’t agree

n=2,000

Our view:We are all creative

Ask yourselves...

If your boss calls when you’re on your 3rd martini

tonight what will you say?

If you murdered someone during MCPC and were asked what you’d been up to what would you say?

Creativity =

Anyone can be creative, especially if they are given the encouragement and the opportunity. Watch a small child playing - they are creating a world around themselves and the inhabitants of that world. As we get older, we become more

self conscious and lose that ability to get lost in our creative minds. We are told that things are good or not good and become more self critical.

Many times I'll meet someone who I think is clueless, and then he or

she comes up with the best solution to a problem. Never judge

a book by its cover!

Everyone is creative. Living is creating.

Everyone is creative in their own right because they are continually being creative in all the things they do from the way you do your hair you are creating your personal style to which

colour curtains you have in your bedroom. From the meals you create to the stories you

create for your children creativity never stops.

Source: Promise - Brand Together Community 2010

Barrier #1

The still pervasive

myth of the

creative ‘genius’

or expert

Barrier #2

The currency of

co-creation is

often seen as

just ‘ideas’

Barrier #3

The enemy of

creativity is

inhibition

Wonderland:A place where creativity is possible

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We need to create our own ‘wonderland’

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CHILD | DREAMS | NIGHTMARES

Enabler: Tantrum

1. Think back to what it’s like to be a 3 year old 2. Start making unreasonable requests 3. Stamp your feet, shout louder, repeat 1-3

Activity:

Art from Within

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Art from Within: relationship with the taxman

2010. HMRC Tax Compliance project. See Brand Together, Kogan Page, 2012.

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Art from Within: the zen of fuel saving

2010. Shell, Psychology of Fuel Saving Workshop DRESDEN

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OPPOSITES | EXTREMES | ABSENCE

Enabler: Crazy Bank

1. The bank that only lets you pay in cash 2. The bank that only opens between 9 and 5 3. That bank that doesn’t care if it loses you money

Activity: World without X

Spend 45 minutes building a world

WITHOUT CASH

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Insight: NO CASH = BETTER MONEY

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RULES | RESTRICTIONS | DEMANDS

How long you haveWho you work withWhat you work onWhat you build onWhat you create

TimeTeamFocus

StimulusOutputs

Enabler: invent your own game

1. Invent a game that’s never been played before 2. Create rules, a name and get ready to do a demo 3. You’ve got 3 minutes

Activity:

the art exhibition in 50 mins

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New Value: an art exhibit in 50 mins

Did you hear?

Digital MediaBANK

The Social Gym SculptureHEALTH

12

Kitchen Table

Spoken WordSUPERMARKET

Love HateCollageCELLPHONE

34

Feed not GreedPen &

PolyboardFOOD

5 IDPaintingRETAIL

6

Impossible?

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“There’s no use trying”, said Alice, “one can’t

believe impossible

things”

I daresay you haven't had much practice," said the Queen. "When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six

impossible things before breakfast.

We believe in consumer creativity

Let’s learn from Alice’s adventures

Let’s learn to think more impossible thoughts

Let’s build our own co-creation wonderlands

Thank you!